FSN Case Study

Summary

Fire Science Nutrition is a Utah-based wellness brand founded by firefighters and built for people who operate in high-stress, high-heat environments, including first responders, military personnel, and serious athletes. Despite having a standout product in the creatine gummies space, FSN was largely invisible in search results.

While the company focused on niche supplements like fire salts, my analysis revealed that their creatine gummies were ranking at position 18 for a high-intent keyword with over 40,000 monthly searches. The opportunity was clear: a focused content and SEO shift could unlock an estimated $11,000 in annual revenue by improving visibility for a product they already had but were underleveraging.

My Approach

My approach combines competitive traffic data, and revenue modeling to quantify visibility gaps and outline a targeted SEO recovery plan.

Research Framework:

• Competitive traffic analysis using SEMrush
• Technical SEO audit via Ahrefs
• Revenue modeling based on industry CTR benchmarks

Key Analytical Focus:

• Traffic gap analysis between target company and top competitors
• Revenue opportunity quantification
• Actionable roadmap development

Findings & Analysis

My research uncovered critical gaps in Fire Science Nutrition’s ability to compete on high-intent keywords in traffic share and domain authority. These issues limited their visibility where it mattered most and left revenue on the table.

Missed Traffic and Authority Leverage

• Ranking Position: FSN ranked #24 for "creatine gummies" despite selling the product
• Search Volume: 40.5K monthly searches, low difficulty (29%)
• Traffic Gap: FSN sees ~1.5K monthly visitors while top competitors pull in over 200K
• Authority Score: FSN at 22, vs 46–48 for competitors like Legion Athletics and Bucked Up

Despite having a product that matches high search demand, FSN lacked the visibility and authority to compete with category leaders. This gap in presence represented not just a missed SEO opportunity, but a revenue and positioning issue that required strategic refocus.

Revenue Impact Modeling

Revenue Opportunity: Rank #18 → Rank #9

Strategic Recommendations

90-Day Action Plan:

1. Prioritize "Creatine Gummies" as the Main SEO Focus

• Create dedicated landing pages targeting high-intent keywords.
• Publish targeted long-tail blog posts answering customer search queries.
• Optimize existing product pages with SEO-friendly titles, headings, and meta content.

2. Align Content to Actual Search Demand & Buyer Intent

• Shift content focus from low-volume niche topics to high-volume, high-intent product searches.
• Develop content based directly on real user questions and search patterns.
• Regularly review search data to refine content strategies.

3. Build Domain Authority through Targeted Content

• Publish authoritative expert guides, detailed product comparisons, and practical use-case content.
• Execute targeted link-building outreach to credible websites within health, fitness, and supplement communities.
• Strengthen topical relevance to rank alongside category leaders.

Expected Outcomes (After 90 Days):

Conclusion

This case study demonstrates that strong SEO isn't just about ranking—it's about aligning visibility directly with business growth. For Fire Science Nutrition, the opportunity wasn't about launching a new product, but effectively capturing the value of one they already had.

By identifying critical keyword gaps, quantifying potential revenue, and creating a focused, actionable plan, we've outlined a clear path forward. Implementing this targeted SEO strategy positions FSN to achieve immediate gains in visibility, significantly boost revenue, and elevate their competitive standing within the supplement market.

Ultimately, this project underscores the importance of strategic SEO decisions grounded in data. For brands like FSN, precise, strategic optimization doesn't just drive traffic—it unlocks measurable, meaningful growth.